Social Media Campaigns Strategies for Public Relations and Marketing 2nd Edition by Carolyn Mae Kim 0367896206 9780367896201

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Product details:

ISBN 10: 0367896206

ISBN 13: 9780367896201

Author: Carolyn Mae Kim

This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. In addition, this enhanced eBook version weaves supplemental online resources into the text itself. Without having to leave the eBook, in each chapter readers can find Chapter Learning Outcomes, Main Concept Recaps, and Key Vocab pop-up boxes. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201

Social Media Campaigns Strategies for Public Relations and Marketing 2nd Table of contents:

Chapter 1: Introduction: Social Influence—Understanding the Development, Value, and Role of Social Media for Organizations

Social Organizational Culture

The Social Principle

Developing and Defining Online Communities

Developing Engagement with Social Media Communities

The Need for More Than Just Tactics

Developing a Social Media Process

Chapter 2: Step 1: Listening—Developing Research, Discovering Data, and Applying Meaning

Listening in Organizational Stakeholder Relationships

Foundational Background

Social Landscape

Sense-Making

Chapter 3: Step 2: Strategic Design Part A—Developing a Data-Informed Social Media Campaign

Social Media Strategic Plan

Social Media Campaign Design

Social Media Ethics

Chapter 4: Step 2: Strategic Design Part B—Designing Creative Engagement in Brand Communities

Approaches to Effective Engagement in Social Media

Elements of Meaningful Communication

Identifying Appropriate Strategies and Tactics

Social Media Golden Rules

Chapter 5: Step 3: Implementation and Monitoring—Joining Conversations and Creating Purposeful Interaction

Social Care

Content Calendars

Engaging During a Campaign

Social Media and Crises

Organizational Social Fatigue

Chapter 6: Step 4: Evaluation—Showcasing Success and Growth Opportunities

Data Use throughout a Social Media Campaign

Principles of Research

Components of Evaluation

The Future of Social Media Campaigns

Beyond Evaluation: Stewardship in Social Media

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